Category Archives: in the news

Shouting Your Next Big Media Win from The Rooftops

Posted on by
Reply

Imagine: Your company name is in the headline of an article on a reputable, national news outlet’s home page. Your colleagues and industry peers send a few emails in congratulations and maybe you even receive some inbound requests inquiring about your business, but the value seemingly ends there. How can you keep the momentum going?

Company leadership who are not taking full advantage of their media hits, or simply do not know how to amplify them are missing out on the exposure a reputable news outlet could offer.

Can I have your attention?

Whether the result of proactive media relations or an unexpected story, a media placement can help bring your business to the forefront of prospective customers’ and partners’ minds. If managed wisely and consistently over time, business leaders can enjoy a continuous flow of media hits that can lead to new business, help with recruitment and pique the interest of investors or other business partners. Consider the following tips to expand on your company’s next media win:

  • Share the good news internally: Your greatest cheerleaders should be your team members. Leadership should share media placements with team members and suggest convenient ways they can use it if they choose. Your communications team can be a great resource in crafting language to share with employees, including guidance on adding links to their email signatures.
  • Get social: As soon as a media hit goes live, business leaders should have a plan to share it broadly, tagging the outlet and – in some cases – the author as well. At minimum, social media posts should be scheduled for the same day the article is posted and a company’s website news page should be updated to include the article. Priority should be placed on interacting with comments on the posts and employees should be made aware of and encouraged to interact with them, if they are comfortable doing so.
  • Market it: Connect with your marketing team to see where else it may make sense to share the article, including newsletters or external email communications. Keep in mind the content is likely owned by the publication, not your company, so be careful not to cut and paste directly from the article or post without attribution. It could be seen as a violation of copyright laws.
  • Be strategic: As you spread the word through social media and marketing materials, be cautious not to spam your audiences with the same content. Find fresh angles where you can change up references to the articles in posts and marketing materials.
  • Don’t rest on your laurels: While a one-off media hit can lead to a nice boost for business and search engine optimization (SEO), without continued effort, it will likely be just that – a one-time thing. Engage your communications team to build a comprehensive plan for continuous, thoughtful proactive media outreach. Additionally, your communications team should be building and maintaining relationships with reporters who cover your business, leaving opportunities for you to contribute to stories in the future. Consider partnering with a public relations agency for an extra set of hands when it comes to media strategy and outreach.

Whether a feature article or a few quotes in a reputable news outlet, make your media win more than a nice-to-have article to frame on a wall. Media wins give a company credibility and a tangible way to demonstrate your leadership’s expertise. Essentially, unlike advertising, a media placement can offer third-party validation that consumers seek before placing their trust in a company. To make sure your company is more than a one-hit-wonder with the media, consider amplifying your coverage and building a long-term plan for consistent proactive outreach.

Press Release Wire Services: What are They and Why Should You Care?

Posted on by
Reply

Press release wire services are frequently seen as an essential tool for organizations looking to disseminate their news quickly and broadly to the media. To the uninitiated, they can seem like a home run. Perform a search for the company name after posting to a wire service and you may find two or three postings of the release on the first page of your search. But is that really news? Do actual humans see your release? Is it worth the expense? The answers are mixed.

How Press Release Wire Services Work

There are numerous press release wire services like PR Newswire, Business Wire, and GlobeNewswire, and others.

To start, a company must draft its press release and upload it to a wire service. Be sure you understand the guidelines of the wire service you are using. Some have character limits for headlines or require brief, word-count-specific summaries of the content of the release that must be distinct from the text of the press release itself.

Once uploaded, the wire service editorial team will review the content to ensure it meets the wire service guidelines. Editors might suggest edits for clarity, conciseness, or to enhance the overall impact. Additionally, some wire services now reserve the right to reject press releases if they are deemed overly promotional and lacking in genuine news value.

Once approved, the press release is scheduled for distribution to a network of media outlets, journalists, news websites, and other stakeholders. This network often includes both traditional and digital platforms. Please note, there can be a delay of several hours – depending on the service – between approval and actual distribution. If your company requires the press release to be distributed on a specific date or time, please check with the wire service well in advance to understand their specific process and timing.

These wire services will provide a report with analytics on the press release’s reach and engagement, offering insights into its performance and audience interaction. In my experience, few if any of these data points are demonstrably valuable. Look specifically for data that reflect direct interactions with your press release. If you have more than 10 direct interactions via a wire service, I call that a win. Other provided metrics are fuzzier and, often, less valuable.

Why Companies Use Press Release Wire Services

Company leadership will often point to press release wire services as benefiting them in the following ways:

  • Broad media coverage
  • Increased SEO for the company or brand
  • Efficient use of resources

Actual media coverage resulting from a press release wire service is increasingly rare. Journalists are deluged with press releases and pitches daily. Further, because wire services supply the same content to hundreds or thousands of news websites, the uniformity of that content tends to make coverage of the information in those press releases less valuable to journalists seeking their own original story.

The reality is most press releases distributed through a wire service become aggregated content gathered by website algorithms and posted to pages on those sites you would be severely challenged to find natively on those websites. In essence, those releases tend to go into a black hole and are rarely seen by actual humans.

While press release wire services can still provide a slight bump to your company’s search engine optimization, that reality diminishes every year. You see, Google and other search engines tend to downgrade or even exclude repetitive content online, which negates the desired effect of using a press release wire service.

Additionally, while a press release wire service can appear less expensive than an ongoing engagement with a public relations agency or paying for a full-time, in-house comms professional, the reality is wire services are often wire services are not targeted communications tools. While you might pay a PR professional more over time than a one-time wire service fee, the fact is your media coverage will be more targeted and, ideally, more beneficial than simply blasting it out to the universe and hoping someone who may be interested in your services sees it.

However, if your goal is greater visibility in front of the widest possible audience, then you can justify a wire service press release distribution.

Finally, sometimes your leadership team, board of directors or investors simply need to see that your messaging has “gotten out there.” Often, this is the number one reason I have seen organizations employ wire service releases.

Setting Leadership Expectations

Whether using a wire service or not, it is crucial for organizations to set realistic expectations about the impact of their press releases. Not every press release will make headlines or go viral. To maximize press release effectiveness:

  • Focus on Newsworthiness: Ensure the content is genuinely newsworthy and well-written.
  • Tailor the Message: Customize the press release to appeal to the target audience.
  • Follow Up: Supplement the press release with personalized outreach to key journalists and media outlets.

Press release wire services remain a useful tool for companies and nonprofits to distribute news. While they offer benefits, it’s essential to use them strategically and maintain realistic expectations. By balancing the use of wire services with direct media engagement, organizations can enhance their visibility. As a former journalist, I appreciate the convenience and speed these services appear to offer, but my peers in the Fourth Estate also value originality and quality in the content they receive.

Keeping Up Earth Month’s Momentum: Leveraging Sustainability Communications

Posted on by
Reply

While the beginning of May marks the end of Earth Month, sustainability should be a year-round endeavor. Fortunately, there are plenty of opportunities throughout the year for businesses of all sizes to support their communities and maintain and build on the momentum highlighted each Earth Month. With the right communication strategies, sustainability-focused initiatives can benefit not only the planet and the greater good, but your business as well.

Practicing a thoughtful approach

A business that cares for and invests in the environment can offer employees, consumers, prospects and other stakeholders a positive perspective. However, leaders must tread carefully to avoid an adverse impact down the line. Consider posing the following questions when building a sustainability plan:

  • Are your goals clear? Your sustainability initiative plan should clearly outline what your organization is trying to achieve and/or contribute. For example, if your cause is to support forestry, a goal might be to plant 100 trees by the end of 2024. Having clear goals leaves little room for misinterpretation from the public or from team members. 
  • Are your goals attainable? Business leaders who establish goals within a sustainability plan should consider whether they are attainable given employee bandwidth and company budgets. Overpromising and under-delivering in sustainability efforts could leave leaders in hot water and contribute to mistrust among customers, prospects, employees and other stakeholders.

As mentioned above, companies that fail to deliver on their sustainability promises can and have fallen victim to pushback and negative press. In fact, CNN Business reported on research in 2022 that some of the largest companies in the world missed the mark on sustainability targets. For example, just last year The Wall Street Journal reported on several companies, including United Airlines who made a 2021 pledge to reduce carbon emissions but ended up scrapping their short-term goals to maintain focus on longer-term gains.

While goals can be adjusted over time, business leaders should be intentional about their goals and how they are going to achieve them, and of course, in how they communicate them.

Maximizing your sustainability plan

Yes, failed sustainability plans can lead to bad press, but successful initiatives can be a win for the company when communicated thoughtfully and strategically. Keep in mind these best practices with considering communicating sustainability initiatives:

  • Consider newsworthiness. A sustainability initiative may not be newsworthy in and of itself. For example, using the tree planting initiative above, if a business plans to hold a fundraiser to purchase the trees, they might consider sharing the cause with local media to reach those interested in supporting local forestry. Businesses might benefit from inviting local dignitaries such as government officials or local organizations with similar goals to attract media attention.
  • Be transparent. As it is in business, transparency is critical regarding charitable efforts. Business leaders should be forthcoming about their support as well as with the progress they have made toward an initiative with reporters. Exaggerated numbers or claims could lead to suspicion and distrust from key stakeholders and the press.
  • Rally supporters Recruit team members and the community to help advance the business’s sustainability goals. Engaging and having buy in from local supporters and employees will help drum up buzz around an organization that could lead to your effort making a bigger impact and help to attract media attention.
  • Stay the course. Business leaders must be prepared to remain diligent with their sustainability goals. Relevant times to discuss sustainability like Earth Month will help create momentum around a business’s eco-efforts, but they should have plan to maintain it with supplemental activations. Continued activity could also help attract media attention to your initiative.
  • Track your progress. Have a plan to track your progress while executing a sustainability initiative. Make sure to track participating volunteers, dollars raised or testimonials, among other things. Statistics will supplement your business’s efforts and give media outlets a quick glance at your success.

Sustainability has become somewhat of a buzzword in today’s business world, but the sentiment of bettering the Earth is one every business leader should share. As business leaders wind down their Earth Month activations and carry on with business as usual, they should consider how executing on defined sustainability goals year-round, armed with a strong communications plan, can be as good for business as it is for the environment.

Jargon Madness Wrap Up: Top Overused Business Jargon and How to Block It Out

Posted on by
Reply

Well, once again to the dismay of my three teenage sons, I won the family March Madness NCAA basketball bracket. We’ll just say I do not follow college basketball like they do, but please know that I didn’t pick solely on uniform colors or schools I’ve visited.

One topic I do have a better handle on than my boys is business jargon. This year, Kimball Hughes Public Relations thought it might be fun to explore some of the more over-used business jargon and build a bracket of sorts in the spirit of March Madness. The former journalists and word wizards on our team sure had fun with it.  Afterall, as professional communicators, these are words we’d like to see used minimally, if not completely boxed out from content.

Confusing the Point

According to the Harvard Business Review, jargon exists in workplaces because it can reinforce a shared identity, assist in fast and accurate communications among particular groups, as well as to quench an individual’s desire for professional status.

Prospects and clients want to understand what your company does. They do not want to be frustrated by jargon and buzz words strung together. Afterall, doesn’t your company do more than create integrated solutions that optimize efficiencies, drive alignment and build synergies with an omnichannel approach, all while connecting with ecosystems that align with core competencies?

Placing phrases on an About Us page, on a press release or in another piece of content peppered with heavy jargon could lead the client or prospect to leave the page out of frustration, misunderstand your products and services or decide to completely disengage with your company.

Geoff Keast, VP of Sales and INSTANDA, raised an interesting point in a recent interview on insurance jargon with PropertyCasualty360. He noted that when agents or insurers use jargon, the average insurance policyholder does not understand, they run the danger of leaving clients and prospects feeling as though they are being deliberately tricked. In other words, the overuse of jargon can lead to distrust.

Further, Keast noted that in the world of insurance, certain jargon could be doing the industry a disservice. For example, he pointed out that the often-used insurance term “premium” could leave one to interpret that they’ll be paying a higher-than-normal price for the product or services, when a premium in insurance is simply an insurance payment.

Writing Slam Dunk Messaging

At Kimball Hughes PR, our final four business jargon terms included core competency, integrated solutions, North Star and synergy, with my vote to position integrated solutions atop that list.  The term integrated solutions can certainly sound impressive, but if the content doesn’t explain the type of solutions a company provides and how they can benefit me or my business, what value do those business buzz words really hold?

Other words that made our list are terms we all easily recognize including: alignment, bandwidth, ecosystem, efficiencies, engagement, KPI, leverage, omni channel, psychographics, optimize, scale and viral.

Don’t get me wrong, these terms are essential for business communications. We simply used this amusing exercise to have a little fun and point out this fact: allowing your messaging to get lost in jargon can lead to an airball for your team, missing your key target audience.

Business jargon can and should be used in business communications, but it should not be your only play. For a winning communications strategy, consider:

  • Reviewing your copy for jargon and ensuring that what you are trying to say can be clearly understood by any member of your target audience.
  • Rereading any jargon to ensure it will not mislead readers or be misinterpreted.
  • Sharing the copy with an outsider and asking them to explain what is written.
  • Flagging identified overuse of jargon and exploring alternative ways to convey the same thought. (Finding fresh ways to explain what you do or to share key messages can help set you apart from the competition.)
  • Defining jargon terms that could confuse readers upon first reference on the word.

Finally, to ensure your communication fits your audience and conveys your key messages clearly and accurately, consider talking to a communications specialist or engaging a PR agency – preferably one staffed by former journalists or a proven team of writers. Good communicators will find the right words to tell your story in a way that resonates with your audience and delivers results.

In a World of Viral Videos, Employers Need a Plan for Hiring and Firing

Posted on by
Reply

We live in a TikTok world with countless Americans (me included) drawn to dramatic online videos of real-life joy and sorrow. How many of us have turned to our phones to watch one brief-but-compelling video, only to find 10 minutes or more have passed as we watch video after video? And those videos filled with relatable, emotional moments, are often the most compelling.

In 2018, Melanie Sanchez was recorded at her college graduation taking a cell phone call from an employer offering her a job. The video went viral, and we all shared in Melanie’s joy. One of my favorites was from about 10 years ago. Marina Shifrin posted an interpretive dance resignation video for her employer. It was fun, with a bit of dark humor, and showcased her creativity in the process. The video went viral. Marina hit the talk-show circuit and even landed a book deal.

Of course, there are also heartbreaking videos. Brittany Pietsch made headlines a few months ago when she recorded her Cloudflare layoff-via-video, showing us the dark underbelly of not only remote work but also how poorly some employers plan these challenging discussions. There are too many examples like Brittany’s, and not enough of those like Melanie.

For employers, however, there are lessons to be learned as we continue to break new ground in a world of hybrid and remote workers. The biggest lesson from a communications perspective is to be human and humane in these discussions of hiring and firing.

When Hiring

  1. Check the Tech: Before you dive into the conversation, make sure the technology platform you’re using works for all parties. Shaky or delayed connections create misunderstandings and frustration. Don’t proceed if the tech fails or is of such poor quality that the messaging you wish to convey is at risk. This step applies to both the hiring and the firing process.
  2. Be in the Moment: Video meetings are part of the new normal of workplace cultures. Treat them like in-person meetings. Greet the candidate and be warm and conversational. Work to maintain a high level of eye-contact by looking at the camera when speaking and listening.
  3. Set Expectations and Don’t Let Suspense Linger: Be transparent about your process upfront. Outline the steps in that process and your approximate timeline clearly. And if you are calling to offer the position to the candidate, be upfront rather than leaving them waiting to know if they have been selected. No one needs to be on pins and needles across an entire conversation waiting for the big reveal at the end.
  4. Record with Consent: If you plan to record the interview to share with colleagues or even for your own internal review, ask for the candidate’s consent first. Show respect for their privacy. And remember, in some states and jurisdictions, it is illegal to record someone without their consent. Parties who break these laws can face serious legal consequences.

When Firing

  1. Privacy First: In addition to checking the tech as noted above, privacy is critical. This is a devastating moment for the employee being released from your employ. Both you and the employee should be in a private setting.
  2. Be Empathetic: Job loss ranks alongside death and divorce as a major life stressor. Demonstrate kindness and empathy as best possible. Acknowledge the hurt and distress of the moment.
  3. Be Direct: Clearly communicate the decision to end the person’s employment without mincing words. However, be kind in the process. Avoid jargon or corporate speak; simply act like a human and treat the person with respect.
  4. Provide Resources: Your human resource representative should join the employee’s manager or supervisor on the call. The manager or supervisor – someone who knows the employee and his or her work product – is there to discuss the decision and provide feedback, while the HR rep should explain any severance package, unemployment benefits, health insurance options (if applicable) and any other services the organization plans to offer following separation. At all times, the employer should be respectful and be sure to truly hear the employee while still keeping the call focused and brief.

As employers continue to hire digital natives, the likelihood of a business matter like hiring or firing becoming click-bait for the rest of us rises exponentially. Millennials and GenZ are the first truly digital generations whose lives online are rarely separate from their offline experiences. So, employers would serve themselves well to consider those hiring phone or Zoom calls or the difficult layoff discussions via Teams or speakerphone might take on lives of their own online. These discussions could put your organization’s reputation on the line and even threaten your bottom line.

Remember, these discussions have the potential to become tomorrow’s headlines. Plan accordingly.

Paid Content: Is It Worth It?

Posted on by
Reply

My discussions around paid content, for many years, typically went something like this:

Client: Hi. Amazing Media just emailed saying they want to feature our CEO as the best business influencer of [fill in month or year]. Is this legit? I’ve never heard of this outlet. Would you check it out for us?

Me: Sure. I suspect this is a pay-for-play opportunity, and it can come with a big price tag. Also, because you’re unfamiliar with this outlet, I suspect it won’t hit the target audience most important to your company. We’ll check it out and get back to you with a recommendation.

My colleagues and I would investigate and, with varying degrees of obfuscating from the outlets at issue, we would find it was a pay-for-play opportunity and often recommend to our clients to steer clear.

Sometimes these were paid broadcast interviews with fading celebrity hosts. Often these interviews would air at 3 a.m. on Sundays on some wildly obscure television station or streaming platform no one I have ever met would admit to watching. At other times, they involved free publications (meaning no one asked for them) so broad in nature that the concept of a specific target audience was practically a joke. In some limited circumstances, these paid opportunities were with good outlets, however, they were often still slightly off-target and, therefore, not worth the investment. In my 20 years in public relations, I have seen these types of unsolicited opportunities range from $2,500 to more than $80,000 for a one-shot deal.

So, of course, for many years I scoffed at these outlets and felt a duty to protect my clients from being taken advantage of.

However, the landscape of journalism is changing and, increasingly, we see paid-content opportunities with legitimate media outlets of value to some of our clients. With shrinking newsrooms and ongoing media consolidation requiring more revenue growth, some of these opportunities are – with a limited few industry trades – becoming de rigueur.

The question, of course, is, are they worth the investment? My evolved answer is, it depends. If the audience aligns with your target audience specifically, not generally, then maybe. The costs should also not exceed 2 to 5% of your total marcom budget for the year. If it’s more, it likely isn’t worth it for a single opportunity. Finally, you want to maintain control over the content for which you are paying. Don’t accept the default writer assigned to you from the outlet. I have seen this go very badly and at great, nonrefundable cost to the clients involved. Insist on your own, vetted and knowledgeable writer and maintain final veto authority on the content and the art that might accompany it.

Paid content, in this dynamic information age, is no longer something to be immediately scoffed at or ignored. Increasingly, this type of content should be built into your marcomm strategy, but carefully.

The Stories We Tell About Insurance Must Change

Posted on by
Reply

For years our agency founder, Gary Kimball, talked about how the insurance industry has an image problem. I continue to share that sentiment.

It’s akin to a plane crash. This time of year, millions of us climb into aluminum/composite tubes to be flung hundreds of miles per hour at 30,000 feet or more to visit family and friends. We do this, mostly, with confidence and not much concern about the airline industry until we learn of an incident of some kind. Suddenly, some are afraid to fly … because of one incident.

Whether it is capacity issues, carriers leaving certain states or regions, rising premiums, the talent crisis or denial of claims, these seemingly jolting situations are a mere fraction of the total contribution of one of the few industries that, without exaggeration, not only helps us in a time of need, but underpins every foundation of our society.

So, what is the solution?

Insurance leaders need to lean into what the industry, and individual companies, enable in the world. The messaging going forward needs to focus less on balance sheets, premium, products and capacity. Instead, a long-term image campaign is required. To do this successfully, a full-throated and relentless discourse is needed on the successes and enablement insurance provides across our society, in things large and small.

  • Businesses can expand – and create jobs – because they have insurance to protect them in the event of an “incident,” whatever that might mean to the business.
  • Technologies can be explored, developed and deployed because insurance exists to protect organizations and entrepreneurs from misapplications or hardware failures.
  • Each of us can invite friends and family to our homes, regardless of season, weather and other conditions, with the reassurance that if a guest trips or gets hurt, there is insurance to protect them and us from financial devastation.
  • Holiday gifts, as well as mission-critical medical equipment, can be shipped around the world without fear of loss or damage because these items are insured.
  • Life-saving treatments can be developed because the scientists and doctors doing the work are covered in case something goes wrong, ensuring the entire enterprise isn’t lost to the detriment of those who depend on these treatments.
  • Volunteers can support charitable events and serve on the boards of nonprofits doing social good because insurance shields them from junk lawsuits or legitimate, but not malicious, errors in action or judgement.
  • You can buy your $1,000 smartphone and rest assured two days later when you drop it that you have insurance to cover the repair or replacement without breaking the bank.
  • And those aluminum/composite tubes can help us get home to our families for the holidays because insurance protects them from complete disaster in even the most minor of errors, delays or missteps.

These and other messages are what consumers, potential industry recruits, business executives, homeowners, nonprofit leaders and others need to hear. In this moment, as we brace for a new year and all the challenges that come with it, we need to change the industry’s approach to its perpetual image problem.

I have spent a career reporting on, adjacent to and supporting the insurance industry. I am a convert. Despite the occasional bad press, there is so much the industry does that makes the world go round. We simply need to tell those stories, often, and starting now.

Trick or Treat: Recent Brand Wins and Fails

Posted on by
Reply

In the spirit of the Halloween season, we thought we would take a look at some tricks and treats in corporate communication efforts from the past several months that have made headlines. From widespread crises to clever spooky-time initiatives, brands and organizations around the world are experiencing tricks and treats impacting their brand.

Getting Tricky

Shein,a Chinese clothing company known for fast fashion, made headlines recently when they invited a group of influencers for an inside look at their factories. This trip came after several journalistic investigations last year revealed unsavory business practices including violations of labor laws and an environmentally unsustainable business model. The idea behind the trip was to have a positive image of the company presented by trusted influencers.

Unfortunately for Shein, this attempt to reclaim their brand image was not well received by the public since influencers only toured and commented on the company’s innovation center rather than multiple locations. Some accused influencers of taking part in a “propaganda stunt” as they shared reports with followers of clean factories and happy workers. After the backlash, some influencers ended their relationships with the company.

Shein’s experience is a key lesson in transparency and influencer marketing. While influencers are trusted by the public, they are not a surefire marketing tool and can present new risk exposure. A better approach from a communication perspective would have been for Shein to have a more honest and open conversation with the influencers, talk about prior news reports of poor conditions, point out discrepancies and note changes that were made to improve the work environment for employees.

In other news, the National Highway Transportation Safety Administration (NHTSA) recently pushed for a recall of about 52 million vehicles made with parts by a supplier, ARC Automotive, due to defective air bag inflators. General Motors (GM) manufactured approximately 20 million of those vehicles and recalled nearly one million in May for the same reason. The potential recall comes just two weeks after members of the United Auto Workers began to strike. GM made a statement in response to the NHTSA saying, they “believe the evidence and data presented by NHTSA at this time does not provide a basis for any recall,” per CNBC. “If GM concludes at any time that any unrecalled ARC inflators are unsafe, the company will take appropriate action in cooperation with NHTSA.”

GM has an obligation in the scenario to communicate a message regarding public safety. While vehicle manufacturers have come a long way in terms of safety standards over the last several decades, and the court of public opinion requires they tread carefully. Although GM’s concerns with the data presented could be valid, they could be seen as failing to prioritize customer safety. A good communicator will always encourage leadership to message with a sense of humanity, considering all sides of a situation and would have encouraged any messaging to include customer safety at the top.

Time for a Treat

It can be hard to gauge just how much candy to buy in preparation for trick or treaters.This year, Mars, the manufacturer of M&M’s, teamed up with delivery service GoPuff to create the M&M’s Halloween Rescue Squad. On Halloween after 3 p.m. ET, consumers can visit the M&M’s website to order free M&M’s in all locations GoPuff serves.

As one of the most popular candies in the U.S., M&M’s is taking a smart step to reinforce a positive brand image. Earlier this year, M&M’s was caught up in public controversy when they made changes to their “spokes candies” to remove gender norms from the characters. The controversy was thought to ignite a culture war that garnered the attention of national news outlets, political commentators and more. Less than a year later, the Halloween Rescue Squad is a way for media and the public to engage with M&M’s in a more positive, timely way.

Good communications can be a treat – or win – for your company, elevating your brand and bringing new customers to your door. But beware the trick of an ill-considered communications strategy. Partner with a public relations team who understands your business, your needs and can see the big picture.

From Love Story to Bad Blood: The Pros and Cons of Influencer Campaigns in Public Relations

Posted on by
Reply

Influencer marketing can be a powerful tool for brands and public relations professionals looking to boost their reach and credibility. According to Influencer Marketing Hub, the influencer industry is set to grow to approximately $21.1 billion in 2023. However, despite many success stories, there are downsides. For example, according to Truelist, 63% of marketers and brands have been victims of influencer fraud. In addition, fake followers remain a top concern for 50% of marketers.

Perhaps no one understands the Jump Then Fall of the influencer world better than Taylor Swift. With more than 250 million followers on Instagram and more than 90 million followers on X (formerly Twitter), Swift can surely add the title “influencer” to her long list of accolades. Her recent relationship with Kansas City Chiefs’ Tight End, Travis Kelce, and her subsequent ties to the team serves as an outstanding example of both the pros and cons of utilizing influencers.

The Power of Influencer Campaigns

Influencer campaigns can be a dynamic component of public relations strategies, extending a brand’s message to a wider audience and enhancing credibility through association. While there is currently no formal influencer relationship between Swift and the Chiefs outside of her romantic relationship with Kelce, the team and the National Football League (NFL) are benefitting from the Invisible String that ties them together.

Wide Audience Reach: Swift’s immense popularity and influential status make her an ideal choice for brands looking to reach a diverse and massive audience. For instance, since her first appearance at a Chief’s game there has been a nearly 400% increase in Travis Kelce jersey sales. Brands who partner with certain influencers that connect with their audience and have a wide reach are sure to see similar results in their bottom line.

Authenticity and Trust: One of the primary reasons influencer marketing works is because it leverages the trust influencers have built with their followers. According to Marketing Dive, 69% of consumers trust influencers, then friends and then family before information from a brand.

Targeted Marketing: Since the first rumors of their relationship were released, interest in Travis Kelce has gone up by 25% and his favorability has gone up by 10%. Based on the many social media posts, a large portion of Kelce’s new fans are “Swifties,” otherwise known as Swift’s biggest fans. This is significant for both the Chiefs and for Kelce’s sponsors as 45% of these individuals are millennials and 52% are female. This is in contrast to the NFL’s typical fan, as 70% of the NFL’s fanbase is male and 65% are aged 25-39.

The Challenges of Influencer Campaigns

Despite the undeniable advantages, influencer campaigns come with challenges. Swift’s history with both the media and the public showcase just how quickly the tides can change.

High Costs: Hiring a superstar such as Swift, or even someone on a much smaller scale can be costly. While the average cost to hire a nano-influencer (1,000-10,000 followers) is only $10 to $100 per post, that cost can soar to $5,000 to $10,000 per post for macro-influencers (500,000-1 million followers), and organizations are paying the cost. In fact, 23% of respondents to Influencer Marketing Hub’s survey stated they plan to spend more than 40% of their budget on influencers this year, potentially taking vital resources away from other marketing efforts.

Loss of Control: When collaborating with influencers, brands must relinquish some control over their messaging. This can be risky if an influencer’s actions or statements do not align with the brand’s values or objectives.

Saturation and Authenticity Concerns: In the case of Swift’s relationship with Kelce and the NFL, many fans appear irritated, saying the NFL and the Chiefs are going overboard with mentions of Swift. Kelce seems to agree, saying, “They’re overdoing it a little bit, especially my situation.”

Influencer campaigns are valuable tools, offering a range of benefits such as broad reach, authenticity and targeted marketing. Nevertheless, they come with challenges like high costs, loss of control and concerns about authenticity. By carefully weighing the pros and cons and tailoring influencer campaigns to fit specific needs and circumstances, PR professionals and brands can leverage this powerful tool to enhance their public image and reach new audiences.

Weighing your Options: Pay-to-Play Media Coverage

Posted on by
Reply

While not a novel concept, the idea of pay-to-play media coverage has recently made a resurgence. Organizations, many off-shore, are engaging in an aggressive strategy of cold email outreach to businesses and non-profits offering to secure guaranteed placement of news coverage or thought leadership. What’s more, these organizations assure their prospects there is “absolutely no payment” until the placement is secured.

You don’t pay a penny unless you get your message published or broadcast. Sounds great, right?

Remember, if it sounds too good to be true it probably is.

They Think You’re Great

The email reads well. It is gracious and solicitous, although there is sometimes the occasional typo or grammatical error. These emails seeking to engage you even include a little detail about your company, non-profit or you personally. A nice touch. They seem legit. You can even find their website, although the only button that links to anything is a “Contact Us” selection.

Typically, when a company you never heard of comes calling offering you a remarkable opportunity, it’s a sales pitch, not a legit offer.

Also, often there’s no human behind these emails. These emails are artificial intelligence (AI) generated. They’ve scraped your website for a few details about you or your organization. And they will keep emailing, seeming to wonder why you haven’t replied.

The Fine Print

Despite claims to the contrary, there are a few details absent from these sales tactics.

The first is the outlets in question. Many of these solicitors highlight amazing media outlets: Forbes, CNN, FOX, The Financial Times, Yahoo Business News, etc. What they fail to mention is they are targeting the advertising or sponsored sections or segments of these outlets. What does that mean?

In the case of Forbes, they will sign you up for a paid opportunity you could have secured on your own. What’s more, if you worked directly with Forbes, you would likely be paying to become a regular contributor, writing and publishing up to 11 or 12 articles per year (all labeled as paid or contributed content). But with the model offered by these pay-to-play organizations, you will pay significantly more than the annual Forbes Contributor fees for just one opportunity. They are counting on you not knowing how Forbes, and other outlets, work regarding paid placement and costs.

Where broadcast outlets are concerned, it’s a near guarantee you won’t be appearing on Fox & Friends or Anderson Cooper 360. More likely your brief, paid segment, will run on the backwaters of these outlets’ websites in special “Sponsored Content” sections or on a 3 a.m. Sunday morning broadcast segment with a D-list celebrity host.

Also, for many B2B organizations, the outlets targeted are not strategic to fit their unique target audiences. If your target audience are the readers of Horse & Hound magazine, then a 2 a.m. Saturday segment on TBS is not exactly on point. Sure, you may be reaching a potentially large audience (insomniacs everywhere will be delighted), but is that audience the one you need? In short, these placements are tactical, not strategic.

The Cost

They promise you won’t pay anything until a placement is secured. But when you do, brace yourself. A single placement in Forbes, as an example, could run you two to three times what Forbes charges to be an annual contributor. Not exactly money well spent. And the broadcast placements can be simply astronomical (so they will push you to secure a CNN.com article instead because it’s much cheaper … or so it seems).

Competency

Finally, it comes down to turning over your brand or your personal reputation to individuals and organizations that have no track record in public relations outside of paid placements. They are basically placing paid-advertisements for you (and typically the outlets are doing the writing, not the so-called agency you hired).


And what happens if there’s a problem? What if there’s a mistake or worse? What if the paid opportunity mutates into a crisis situation? Well, these organizations have been paid. Not only do they have no reputation management or crisis communications experience, they don’t offer those services or care to help you. It’s pay-to-play, and you will certainly get what you pay for but likely, not one little thing more.

To cultivate and advance your reputation, a journalist must see a legitimate story and make an independent decision as to whether to cover it or not. There is not a public relations agency on earth that can make The New York Times or CBS News run a story that isn’t deemed newsworthy.

Where paid content is available with major media outlets, the value is limited. Make sure you understand both the benefits and limitations of any paid content opportunity as well as who and when actual humans will have access to that content.

Beware the public relations person who guarantees success. The success you achieved in business, as a non-profit leader or other professional endeavors was never guaranteed from the start. Neither is public relations.